A marketing campaign is a promotional effort that uses creative messaging to influence and compel a target audience to take a specific action. This could be a large cross-functional effort, such as the launch of an integrated marketing campaign across multiple channels. Or it could represent a small effort, such as an email campaign or an online advertising campaign targeted at a specific buyer persona through a single acquisition channel.
Aha! provides a variety of tools for getting your team up to speed on the strategic direction and creative essence of your campaign. Link your campaign to goals and initiatives so your team is aware of your higher level strategy. Link your campaign to a creative brief to keep the team on message with campaign objectives, key details, and context. Then, measure the results of your campaign by integrating Aha! with Google Analytics.
There are three ways to plan and manage campaigns in your marketing workspace:
- Schedules: For complex efforts with a large number of tasks, a schedule can be used to manage and visualize the progress of your campaign's master activities, activities, and requirements.
- Master activities: For campaigns that are made up of many disparate activities that need to be completed alongside work from other projects, master activities can be used to manage progress for a group of activities.
- Activities: For small campaigns, standalone activities can be used for managing requirements and monitoring progress.
Use schedules for managing a campaign
Schedules are the best option when your campaign requires a large, cross-functional team effort to launch. This approach allows you to manage your campaign using the Gantt chart, located at Plans > Gantt. The Gantt chart helps you visualize phases, track dependencies, and monitor the dates of every deliverable.
This approach is particularly useful for managing a multi-channel campaign because you can visualize the creation of your campaign deliverables and see the runtime on each channel.
Use master activities for managing a campaign
Master activities are used to group activities together while maintaining visibility into the other work going on in a schedule. Master activities work well for managing campaigns that are made up of multiple activities that may span across multiple schedules. They are also particularly useful when the campaign work isn't the only type of work in a schedule.
When you group activities together with a master activity, you can quickly identify your campaign work from the Activities > Board. Any activities linked to your campaign will appear with a master activity label indicating the name of the master activity.
Master activities can easily be enabled within your workspace settings by going to Settings > Workspace > Configure and setting Master activities to Enabled.
Note: You can also display master activities on the Plans > Gantt chart.
Use activities for managing a campaign
Activities are perfect for managing small campaigns. With activities, you can use the Start on and Due on dates to capture the duration of the campaign effort. Requirements can be used within activities to break out individual deliverables within a campaign.
You can capture key information directly on the activity, including links to goals, initiatives, creative briefs, and target personas.
Report on your campaign
A variety of highly configurable roadmaps and reports are available in Aha!, including a robust offering of analytics reports. You can also visualize your campaigns using the live calendar or choose from one of our many roadmap options in the Roadmaps tab on your toolbar.
The Pivot table is a great option for creating a campaign dashboard that helps your team see which campaigns are running, who is in charge of each campaign, what the budget is, how it aligns to your strategy, and any other data you may wish to display.
Then, when you are ready, share your campaign progress and results using an Aha! presentation.